Introduction To Media
Introduction To
Media
Tim Hendrick
AJEEP Media Overview
Planning/Buying
The Internet
Course Description
This course is intended to be a survey of the media planning discipline of advertising. You will learn to solve marketing problems through understanding how the media operate from the perspective of the advertiser, the agency and the medium itself. We will discuss the planning, selection and evaluation of all major advertising media and consider the various decisions and problems that arise in those processes. Therefore, the course is designed to cover the fundamentals of media planning with an emphasis on knowing and understanding media concepts, numerical analysis, media research, and strategic media planning. We will also discuss and review current media situations in today's world. A combination of conceptual presentations and detailed process-oriented assignments will be used to facilitate understanding of the fundamental concepts. This format will help you develop a sense of judgment that will be used to create a strategic media plan that will solve a complex marketing problem.
Course Goals and Student Learning Objectives
By the end you will have examined a wide range of challenges and procedures involved in the process of media planning/buying and the evaluation of media plans. The instructor's role in this course is to guide you in a sophisticated understanding of the media function, from an advertising professional's point of view. Explain the mass media system, how it works and how advertising practitioners use it to deliver messages to potential consumers. Present the various sources of information which are commonly used to provide answers to important questions about who potential customers are, what media are they exposed to and how much money should be spent to deliver a message to them. Present the most widely used planning theories and help you see how they apply to different situations. You may also get the opportunity to do a simulated media project and plan through the use of the online software that accompanies the text.
Media Overview and Planning/buying
Page 1
Course Content Learning Outcomes You should have a thorough understanding of several media planning fundamentals
1. The role of media in delivering messages to customers and potential customers
2. The function and methods employed by advertising agency media departments
3. The various sources of information necessary to make good media decisions 4. The complex interrelationships among important factors of media decision-making
5. The underlying criteria which allow us to evaluate the advantages and failures in data sources, media research, and theories of media strategy
6. The development of a sense of judgment when evaluating media and/or other advertising options
7. The strategic development of a media plan in response to a marketing/advertising problem
Required Texts/Readings Textbook
None
Other Readings
Other Equipment / Material Requirements (Optional) Computer, with full suite of business functional software - Word, XL, Powerpoint
Assignments and Grading Policy
Insert your enumerations and brief descriptions for the course assignments here, and indicate how each assignment is aligning with the learning outcomes. Include information about due dates and assignment weights. Specify grading policies including how grades are determined, what grades are possible, whether extra credit is available, what the penalty is for late or missed work, and what constitutes a passing grade for the course. Include the date of the final exam/s. If you grade on participation, indicators on how participations will be assessed should be included.
Media Overview and Planning/buying
Page 2
Media Overview Planning/Buying
The Internet
Course Schedule
List the agenda for the semester including when and where the final exam will be held. Indicate the schedule is subject to change with fair notice and how the notice will be made available.
Class
Date
Topics, Readings, Assignments, Deadlines
1
Media Is......
The Media Age
2
Media and the Marketing of Messages (The Building Blocks)
(Strengths & Weaknesses)
3
Modern Media Planning
4
Buying and Selling Media
5
Media Across IMC (Integrated Marketing Communications)
6
New Media
New/Interactive Media Planning
7
Supplemental Article (Power of Multiple Media)
Key Terms Internet
Television Radio Media
Medium Vehicle Audience Ratings Circulation Fragmentation Target
Brief B2B Niche Cookie
Chapter one is intended to give an overview of media as a whole and the different elements that matter in the media world today. Written in simple form this chapter educates the student on the broad array of choices and why they matter.
Almost all media plans today are multi-dimensional, utilizing numerous elements rather than just one.
Consumers today do not get all their information from just one element but from many. It is important to teach students that there are many choices and many reasons why certain media are effective in reaching a specific target audience. No one media can solve the communication problem in today's market.
The chapter follows on a track of history and concludes with a summation about al the changes in the media world and the emerging issues between old and new media.
MEDIA
IS...
Media
is
CONTENT
Media
is
ENTERTAINMENT
Media
is
MONEY
Media
is
LADY
GAGA
Media
is
TARGETING
Media
is
ENGAGEMENT
Media
is
INFLUENCE
Media
is
CONTEXT
MEDIA
IS...
Media
is
MARKETING
Media
is
RETAIL
Media
is
CELEBRITY
Media
is
PLATFORM
Media
is
DATA
Media
is
PACKAGING
Media
is
SOCIAL
Media
is
PERSONAL
Media
is
YOU
................
................
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